Copy Editing

Systematically improve existing marketing copy through focused editing passes while preserving the core message.

Core Philosophy

Product context: If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it first and tailor output to it; only ask for what it doesn't cover.

Editing is enhancing, not rewriting. Key principles: don't change the core message; multiple focused passes beat one unfocused review; every edit needs a clear reason; preserve the author's voice while improving clarity.

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The Seven Sweeps Framework

Edit through seven sequential passes, one dimension each. After each sweep, loop back to check previous sweeps aren't compromised.

Sweep 1: Clarity

Focus: Can the reader understand what you're saying?

Check: confusing sentence structures, unclear pronoun references, jargon or insider language, ambiguous statements, missing context.

Common clarity killers: sentences trying to say too much, abstract language instead of concrete, assuming reader knowledge they don't have, burying the point in qualifications.

Process: Read through quickly, highlighting unclear parts without correcting yet. Then recommend specific edits and verify they maintain the original intent.

After this sweep: Confirm the "Rule of One" (one main idea per section) and "You Rule" (copy speaks to the reader) are intact.

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Sweep 2: Voice and Tone

Focus: Is the copy consistent in how it sounds?

Check: shifts between formal and casual, inconsistent brand personality, jarring mood changes, word choices that don't match the brand.

Common voice issues: starting casual then becoming corporate, mixing "we" and "the company," unintentional humor/serious swings, technical language appearing randomly.

Process: Read aloud to hear inconsistencies, mark unexpected tone shifts, smooth transitions, keep personality throughout.

After this sweep: Return to Clarity to ensure voice edits didn't introduce confusion.

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Sweep 3: So What

Focus: Does every claim answer "why should I care?"

Check: features without benefits, claims without consequences, statements that don't connect to the reader's life, missing "which means..." bridges.

The So What test: For every statement, ask "Okay, so what?" If the copy doesn't answer with a deeper benefit, it needs work.

❌ "Our platform uses AI-powered analytics" So what? ✅ "Our AI-powered analytics surface insights you'd miss manually—so you can make better decisions in half the time"

Common failures: feature lists without benefit connections, impressive-sounding claims that don't land, technical capabilities without outcomes, company achievements that don't help the reader.

Process: Ask "so what?" of each claim, highlight claims missing the answer, add the benefit bridge, ensure benefits connect to real reader desires.

After this sweep: Return to Voice and Tone, then Clarity.

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Sweep 4: Prove It

Focus: Is every claim supported with evidence?

Check: unsubstantiated claims, missing social proof, assertions without backup, "best" or "leading" without evidence.

Types of proof: testimonials with names and specifics, case study references, statistics and data, third-party validation, guarantees and risk reversals, customer logos, review scores.

Common proof gaps: "Trusted by thousands" (which thousands?), "Industry-leading" (according to whom?), "Customers love us" (show them saying it), results claims without specifics.

Process: Identify every claim needing proof, check if proof exists nearby, flag unsupported assertions, recommend adding proof or softening claims.

After this sweep: Return to So What, Voice and Tone, then Clarity.

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Sweep 5: Specificity

Focus: Is the copy concrete enough to be compelling?

Check: vague language ("improve," "enhance," "optimize"), generic statements that could apply to anyone, round numbers that feel made up, missing details that would make it real.

Specificity upgrades:

Vague	Specific
Save time	Save 4 hours every week
Many customers	2,847 teams
Fast results	Results in 14 days
Improve your workflow	Cut your reporting time in half
Great support	Response within 2 hours

Common issues: adjectives doing the work nouns should do, benefits without quantification, outcomes without timeframes, claims without concrete examples.

Process: Highlight vague phrases, ask "Can this be more specific?", add numbers/timeframes/examples, remove anything that can't be made specific (probably filler).

After this sweep: Return to Prove It, So What, Voice and Tone, then Clarity.

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Sweep 6: Heightened Emotion

Focus: Does the copy make the reader feel something?

Check: flat informational language, missing emotional triggers, pain points mentioned but not felt, aspirations stated but not evoked.

Emotional dimensions: pain of the current state, frustration with alternatives, fear of missing out, desire for transformation, pride in making smart choices, relief from solving the problem.

Techniques: paint the "before" state vividly, use sensory language, tell micro-stories, reference shared experiences, ask questions that prompt reflection.

Process: Read for emotional impact, identify flat sections that should resonate, add emotional texture while staying authentic, ensure emotion serves the message (not manipulation).

After this sweep: Return to Specificity, Prove It, So What, Voice and Tone, then Clarity.

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Sweep 7: Zero Risk

Focus: Have we removed every barrier to action?

Check: friction near CTAs, unanswered objections, missing trust signals, unclear next steps, hidden costs or surprises.

Risk reducers: money-back guarantees, free trials, "No credit card required," "Cancel anytime," social proof near CTA, clear expectations of what happens next, privacy assurances.

Common risk issues: CTA asks for commitment without earning trust, objections raised but not addressed, fine print that creates doubt, vague "Contact us" instead of a clear next step.

Process: Focus on sections near CTAs, list every reason someone might hesitate, check the copy addresses each concern, add risk reversals or trust signals as needed.

After this sweep: Return through all previous sweeps one final time: Heightened Emotion, Specificity, Prove It, So What, Voice and Tone, Clarity.

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Quick-Pass Editing Checks

For faster reviews when a full seven-sweep process isn't needed.

Word-Level Checks

Cut: very, really, extremely, incredibly (weak intensifiers); just, actually, basically (filler); "in order to" (use "to"); "that" (often unnecessary); things, stuff (vague).

Replace:

Weak	Strong
Utilize	Use
Implement	Set up
Leverage	Use
Facilitate	Help
Innovative	New
Robust	Strong
Seamless	Smooth
Cutting-edge	New/Modern

Watch for: adverbs (usually unnecessary), passive voice (switch to active), nominalizations ("make a decision" → "decide").

Sentence-Level Checks

• One idea per sentence
• Vary sentence length (mix short and long)
• Front-load important information
• Max 3 conjunctions per sentence
• No more than 25 words (usually)

Paragraph-Level Checks

• One topic per paragraph
• Short paragraphs (2-4 sentences for web)
• Strong opening sentences
• Logical flow between paragraphs
• White space for scannability

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Copy Editing Checklist

Before You Start

• Understand the goal of this copy
• Know the target audience
• Identify the desired action
• Read through once without editing

Clarity (Sweep 1)

• Every sentence is immediately understandable
• No jargon without explanation
• Pronouns have clear references
• No sentences trying to do too much

Voice & Tone (Sweep 2)

• Consistent formality level throughout
• Brand personality maintained
• No jarring shifts in mood
• Reads well aloud

So What (Sweep 3)

• Every feature connects to a benefit
• Claims answer "why should I care?"
• Benefits connect to real desires
• No impressive-but-empty statements

Prove It (Sweep 4)

• Claims are substantiated
• Social proof is specific and attributed
• Numbers and stats have sources
• No unearned superlatives

Specificity (Sweep 5)

• Vague words replaced with concrete ones
• Numbers and timeframes included
• Generic statements made specific
• Filler content removed

Heightened Emotion (Sweep 6)

• Copy evokes feeling, not just information
• Pain points feel real
• Aspirations feel achievable
• Emotion serves the message authentically

Zero Risk (Sweep 7)

• Objections addressed near CTA
• Trust signals present
• Next steps are crystal clear
• Risk reversals stated (guarantee, trial, etc.)

Final Checks

• No typos or grammatical errors
• Consistent formatting
• Links work (if applicable)
• Core message preserved through all edits

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Common Copy Problems & Fixes

• Wall of Features — what the product does without why it matters → add "which means..." after each feature to bridge to benefits
• Corporate Speak — "Leverage synergies to optimize outcomes" → ask "How would a human say this?" and use those words
• Weak Opening — starts with company history or vague statements → lead with the reader's problem or desired outcome
• Buried CTA — ask comes after too much buildup, or isn't clear → make the CTA obvious, early, and repeated
• No Proof — "Customers love us" with no evidence → add specific testimonials, numbers, or case references
• Generic Claims — "We help businesses grow" → specify who, how, and by how much
• Mixed Audiences — tries to speak to everyone, resonates with no one → pick one audience and write directly to them
• Feature Overload — every capability listed, reader overwhelmed → focus on 3-5 key benefits that matter most

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Working with Copy Sweeps

When editing collaboratively: (1) run a sweep and present findings with reasons, (2) recommend specific edits, not just problems, (3) request the updated copy — the author decides, (4) re-check earlier sweeps after each round of edits, (5) repeat until a full sweep finds no new issues. This keeps edits from creating new problems while respecting the author's ownership.

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References

• Plain English Alternatives: Replace complex words with simpler alternatives

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Task-Specific Questions

1. What's the goal of this copy? (Awareness, conversion, retention)
2. What action should readers take?
3. Are there specific concerns or known issues?
4. What proof/evidence do you have available?

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Related Skills

• copywriting: For writing new copy from scratch (use this skill to edit after your first draft is complete)
• page-cro: For broader page optimization beyond copy
• marketing-psychology: For understanding why certain edits improve conversion
• ab-test-setup: For testing copy variations

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When to Use Each Skill

Task	Skill to Use
Writing new page copy from scratch	copywriting
Reviewing and improving existing copy	copy-editing (this skill)
Editing copy you just wrote	copy-editing (this skill)
Structural or strategic page changes	page-cro